What's Happening?
The National Hockey League (NHL) has announced a multiyear partnership with Swiss watchmaker NORQAIN, marking a significant collaboration in the sports and luxury watch sectors. NORQAIN becomes the Official
Luxury Sports Watch of the NHL, a first for the league. This partnership coincides with the 2025 NHL Global Series in Stockholm, Sweden, where the Pittsburgh Penguins and Nashville Predators will compete. NORQAIN will award a unique 18-carat white gold watch to the Player of the Game in each match. The deal grants NORQAIN international licensing rights to use NHL logos and branding across various platforms, enhancing its visibility in North America and Europe. Key figures in this partnership include NORQAIN shareholders and NHL players Sidney Crosby and Roman Josi, who are also involved in promoting the brand.
Why It's Important?
This partnership is significant as it represents a strategic move for both the NHL and NORQAIN. For the NHL, it enhances its brand association with luxury and precision, potentially attracting a new demographic of fans interested in high-end watches. For NORQAIN, the deal offers substantial exposure through NHL broadcasts and events, potentially increasing its market share in the luxury watch industry. The collaboration also underscores the deep ties between NORQAIN and the hockey community, with key figures like Mark Streit and Sidney Crosby playing pivotal roles. This partnership could set a precedent for future collaborations between sports leagues and luxury brands, highlighting the growing intersection of sports and lifestyle marketing.
What's Next?
As the partnership unfolds, NORQAIN and the NHL plan to introduce a special watch in 2026 to symbolize their collaboration. The partnership is expected to evolve with more branded products and events, further integrating NORQAIN into the NHL's global presence. Stakeholders will likely monitor the partnership's impact on brand visibility and sales, potentially influencing future deals in the sports and luxury sectors.
